MySpace.cn, the Chinese version of the world’s leading social networking website MySpace, announced in late 2009 that one of Mainland China’s leading pop singers, Zhang Liang-ying (Jane Zhang) was joining forces with the site to launch her own personal space on the site. Ketchum Beijing helped design and manage a high profile press conference and launch ceremony for this latest milestone in MySpace’s development in Mainland China.

At the event, News Corporation chief digital officer Jonathan Miller and MySpace.cn CEO Wei Lai welcomed Jane as the newest celebrity user of MySpace.cn. Together they activated Jane’s 9911 Micro-Blog and gave a live demo to over 100 attending media and guests on how this service enabled timely interactions beween Jane and her fans across Mainland China.

MySpace.cn has already attracted many artists and musicians including Zhang Ya-dong, Zhou Xun, Li Bing-bing, Zhao Wei, Joey Yung, Shunza and Lisa Ono. With its unique features such as musician’s space and social gaming, MySpace.cn is reinforcing its strategic positioning in music and entertainment and moving towards its goal of developing into the largest pan-entertainment social networking community in Mainland China.

The activation not only attracted massive attendance at the event from national and local media, record companies and fan clubs, but also generated a big online hit in the MySpace community. So much so that this campaign was named one of the “Top Ten SNS Marketing Campagins in 2009” by China Internet Weekly.